Katran
Branding, Brand Identity, CSR
Katran is a CSR initiative from the fashion brand Onaya, driven by the mission to find the “worth” in “worthless.” Dedicated to upcycling fabric waste from the fashion industry, Katran transforms discarded materials into beautiful garments for underprivileged children, turning what was once considered waste into something valuable and meaningful. Katran believes that nothing is invaluable and nothing is more valuable than the smiles they put on those thousands of children’s faces.
Our brief was to create the nomenclature for this CSR initiative and design a visual identity that reflected the core values of sustainability, creativity and social responsibility. Additionally, they wanted to create a brand identity that would visually represent their dedication to transforming waste into value, making a positive impact on both the environment and society.
We arrived at the nomenclature, “Katran” that was derived from the Sanskrit word for “scraps.” This name also captured the essence of the brand’s upcycling philosophy and connected the brand with its core concept. The visual identity was crafted resembling actual fabric scraps and thus created a powerful representation of the brand’s process and reinforced the mission of sustainability.
